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The shaving industry has long been polluted by gender inequality, pink taxes, and unhealthy beauty standards. And while there have been efforts made to shift the deep-rooted narrative of shaving, no brand has come quite as close to breaking these norms as Swedish razor brand Estrid. With their unique business model heavily influenced by real bodies and real behaviors, Estrid is nothing less than a force to be reckoned with. Read on to learn about how Prime Penguin has provided Estrid with a scalable and sustainable logistics management system, and, by doing so, effectively supported them in their growth journey.


The Story of Estrid

Despite its recent conception, Estrid has quickly established itself as the new frontrunner of the shaving industry—not only in Scandinavia but progressively throughout the world. Their mission? “To spread joy, meaning, and value to millions by building the most daring and inclusive brand in the world.” How will they accomplish this? By challenging obsolete ideas and norms about what shaving should and should not be. This may sound like quite an impossible task, but Estrid makes it look like a no-brainer. Combining an instantly identifiable design of pastel-colored razors with an ingenious subscription system that kicks the “pink tax” back into the pit from whence it came, the Estrid brand is a Gen Z patented force to be reckoned with. To top it off, their products are all made from vegan and sustainably sourced materials. With these things in mind, it doesn’t come as a surprise that the company has expanded into 14 markets – Spain and Italy being two of the most recent additions – in less than three years since its initial launch.


Great Growth Demands Great Logistics

Now, you probably know this already, but it bears repeating: rapid business growth requires a scalable logistics management solution in order to effectively avoid unnecessary bottlenecks along the way. While it makes all the sense when spelled out like this, the logistics behind your fulfillment process is a business area frequently neglected by start-ups and well-established enterprises alike. Adhoc integrations and time-consuming negotiations will only get you so far; if you have your sights set on expansion, automation and digitization of your logistics management is nothing less than an absolute necessity.

Estrid understood this earlier than most. Despite being a newly founded company in its earliest stages of growth, the team behind Estrid quickly recognized the logistical issues that they would be facing during their rapid and extensive expansion. Having to both build and maintain the integration between their online store and their warehouse management system (WMS) proved to be incredibly time-consuming and unnecessarily costly. On a less temporally urgent basis, yet fundamental in every sense of the word, the Estrid team soon came to realize that “being dependent on only one warehouse partner was going to become a strategic risk in the future” (Alan Aygun, co-founder).


Choosing Prime Penguin: A Unified Ecosystem of Scalable Logistics

So, having realized their need for a robust yet flexible logistics management system that would be able to handle their rapid expansion, how and why did Estrid end up choosing Prime Penguin? As we’ve already touched on, the decision to procure outsourced logistics was a reaction to a combination of concurrent issues: “the challenges [Estrid] were having with [their] old warehouse management system” (Alan Aygun, co-founder) on the one hand, and long-term logistics management that could handle rapid expansion on the other. To answer the question of why specifically Prime Penguin, let’s take a look at what precisely it is that Prime Penguin does for brands like Estrid. 

In essence, Prime Penguin offers an intelligent, reliable, and, above all else, scalable logistics solution that lets growing e-commerce businesses focus on just that—the growth of their brand. No more worrying about whether or not your logistics can keep up with the speed of your expansion. Some of Scandinavia’s most fast-growing brands (Ida Warg, Dashl, and Moomin to name a few) are using Prime Penguin to move their e-commerce businesses through times of great growth, with great precision—all the while maintaining a sustainable approach to their fulfillment processes. The secret ingredient is surprisingly simple and can be found in the holy trinity that makes up the Prime Penguin brand persona: one integration, one network, and one interface. 

To operate an effortless yet efficient supply chain, your best bet is to boost your physical logistics with technological automation. Prime Penguin’s software is built to meet the needs of even the most complex supply chains and, to top it all off, give you the ability to optimize all areas of your fulfillment process in a single, digital dashboard—from any device of your choice. No matter how fast you grow, where your market takes you, or how you want to reach your customers, Prime Penguin offers you complete visibility into your supply chain. Think of it as your very own, neatly packaged control room; simply plug yourself in, sit back, and watch the orchestration of your fulfillment process unfold before you.

Perhaps most importantly, the value of Prime Penguin lies in our ability to act as a reliable and resourceful business partner in all stages of company growth. We offer our customers—regardless of their size or area of expertise— technological support and practical know-how backed by our network of 3PL partners. From what we’ve seen so far, and based on what our customers are saying, adding and connecting new warehouses and synchronizing all activity to one single system will be a key factor in any e-commerce business’s expansion – Estrid being no exception to this rule.

To summarize, by outsourcing their logistics through Prime Penguin, Estrid has effectively managed to stay on top of their global expansion and dedicate all time and attention to the growth and management of their business. More specifically, the tangible reliefs that have come out of our collaboration include:

  • Lower costs of WMS integration and maintenance
  • Reduced time-to-market and the ability to focus on growth
  • Removed dependency to one warehouse partner or country
  • Real-time insights using the Prime Penguin dashboard

Simply put, Estrid has reaped more or less the entire list of benefits that can be expected from working with Prime Penguin. Co-founder Alan Aygun offers a comprehensive summary:

“With Prime Penguin, the integration to our e-commerce platform was pre-built. Thus,  we didn’t have to focus on integration or technical maintenance. Additionally, we were offered the opportunity of working with several warehouse partners in multiple countries, which eliminated risky co-dependency and allowed us to fully focus on international growth.”


About Prime Penguin

Prime Penguin provides e-commerce businesses with a cost-efficient and scalable solution to connect their e-stores with warehouses and marketplaces worldwide. We help you procure, outsource, and maintain all your logistical proceedings in a user-friendly digital interface. By leveraging a network of pre-integrated logistics partners and market-leading integration technology, with headliners such as Shopify and WooCommerce as part of our grapevine, the Prime Penguin Platform makes sure that your commercial data is flowing between your sales channels and the warehouse management system (WMS). 

Are you looking for a scalable logistics solution for your e-commerce business? Send us a message, book a free consultation, or fill in our procurement form with your specific logistical needs.

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